This document discusses different types of campaigns and their effectiveness. It covers commercial campaigns which aim to promote products and events. Charity campaigns raise awareness and funds for causes like health issues. Pressure groups try to change policies and behaviors. Political campaigns seek to influence decisions through elections. Effectiveness can be measured by increased sales, donations raised, policy changes, and election victories. Common techniques include ads, events, fundraising, technology, and voting.

1. Type of Message Audience Campaigning Techniques Effectiveness (and how
Campaign you can tell how effective
it’s been)
The main message of a The audience for As these campaigns tend to mostly This type of campaign is
commercial campaign is to these commercial depend on the creative and media very effective as the
Commercial promote, and advertise a campaigns is usually industry, they use these following techniques used to convey
specific product (i.e. everyone. But the techniques for their campaign the campaign is view by
cereal) /event (Africa – audience can vary the mass public. So as
world cup football). Also and differ depending 1. adverts/commercials people see an advert, they
these campaigns help with on the product 2. radio broadcasts/posters tend to buy the product
the balance of the promoted/event itself near bus tops/train and this attracts more
economy as buying the (i.e. – Kellogg’s station/public areas customers and it also
product promoted by the cereal bars – aimed 3. banners/billboards increases sales levels
campaign will increase at women, McDonalds 4. websites/ trailers played at ( more income)
sales levels – aimed at everyone) the beginning of a film in
the cinema
5. stalls set up in shopping
malls etc
6. posters and banners in
supermarkets or shops
related to a product ( i.e.
– football, cereal bars)

2. The main message of a These types of Charity campaigns usually have Charity campaigns are
charity campaign is to campaigns usually techniques which are more hands quite effective as their
Charity promote a good cause. In target at different on and practical. For instance main aim is to help people
other words charity people. The jeans for They set up stalls, have a with either health
campaigns usually raise Genes campaign was money collection box, have a problems like helping
awareness and money in aimed at students prop to identify them (eg: someone survive from a
order to support either and staff of red nose for red nose day), disease, finance problems,
people, or animal welfare Cranford school, the posters etc mentally affected children
etc. For instance the money raised from But some charities use the etc. As these campaigns
children in need charity that was used to commercial technique where are striving to help
campaign raises a huge treat children with a video is created humans, there messages
amount of money and it genetically disordered portraying things like are quite appealing. These
funds the money to diseases etc disabled children, people types of campaign have
different organisations dying with a lack of water been effective because
who arrange workshops etc. every year huge amounts
for disabled children, The money raised from of money have been raised
help family with income these TV commercials is and small donations have
problems, help young kids usually in the form of saved many lives!
which speech and donation cheques, monthly
language therapy, etc donation ( eg: £2 per
month) etc

3. A pressure groups’ main The audience of a Pressure group campaigns mostly Political campaigns are
Pressure aim is tochange policies pressure group rely on liaising with the people effective to some extent.
Group or behaviour within a campaign can vary as they are targeting at. They also They are effective
certain company or school each individual’s use the following methods to get because these types of
for instance policy change campaign can have their point/message or motive campaigns tend to have
or behaviour change. different aims and across: high motives and their
motives. Usually the target audience is usually
An example of a scenario target audience for Public protests – holding the government. Due to
where a pressure group is these types of banners and marching in the public pressure the
happening is when a group campaigns would be streets etc. government might change
of students request the someone who is in a Set up a stall outside the their policies but
head teacher of their higher position than office of their target sometimes these campaigns
school to conduct Mufti- the curators of the audience and protest and do not get their way. This
Day. This clearly shows campaign. For Display posters and is because it might not be
how people in the lower example the strike distribute the leaflets to physically, financially, or
section of the hierarchy against university members of the public mentally possible to grant
(students) try and make a fees by the students Commercials the things that these
difference by appealing is a type of a Emails to the public pressure groups might
their case to a higher pressure campaign as Interviews with people who fight for
person in the hierarchy they are striking support the campaigns views
(head teacher) against the in the form of radio
government broadcast, television
interview slots

4. A political campaign is an The audience for a Political campaigns usually have Political campaigns are
Political organized effort which political campaign are extensive methods in order to get most of the times
seeks to influence the most likely to be the their message across as an successful and one
decision making process public as the impact election for example is a nation campaign that has really
within a specific group. of the campaign is wide thing and it is important that managed to make a
reflected through the post is given to the right success is Barack Obama
The aim/message of a their votes. In some candidate. Below are some of the Campaign – running for US
political campaign contains cases the audience techniques used: president
the ideas that a could also be the
candidate wants to share government because Fundraising activities - Barack Obama ran on a
with the voters. The sometimes the public liasing with large donors who consistent, simple message
message often consists of or some government of "change" throughout his
are interested in the motive
several talking points leaders might not campaign. If the message
of the campaign
about policy issues. The agree with the is crafted carefully, it will
points summarize the decisions made during media (newspapers, radio, assure the candidate a
main ideas of the the elections for television, etc victory at the polls. For a
campaign and are instance winning candidate, the
Mass meetings, rallies and
repeated frequently in message is refined and
order to create a lasting protests then becomes his or her
impression with the Modern Technology and the political agenda in office.
voters. Internet (mass
communication - i.e
podcasts)
Voting through mail, website
forums etc